Segmentation, targeting and positioning
新视野商务英语综合教程3_U4教师用书
Unit 4Market Analysis Lead-inTask 11. strength, weakness, opportunity, threat2. structure, conduct, performance3. segmentation, targeting, positioning4. political, economic, social, technologicalTask 2Key1. 市场份额2. 现存市场3. 目标市场4. 市场分割5. 市场调查6. 产品定位Reading AStarting PointTask 1Suggested Answers●Anyone who owns an Apple product can attest to its simplicity.●They are also beautifully designed and easy to use.●Apple has been able to masterfully combine the form and function of its products. Translation对苹果公司的SWOT分析苹果公司的优势、劣势、机会和威胁苹果公司致力于个人电脑、媒体设备和移动电子音乐播放器的设计、研发、制造和销售；也销售各种相关软件、服务、外部设备、网络解决方案以及第三方电子内容和应用。
通过这一纵向与横向相结合的综合模式，苹果公司形成了自己不可复制的、可持续的竞争优势。
然而，随着新兴市场的发展，苹果的定价策略会影响其竞争力。
优势苹果公司生产个人电脑、平板电脑、智能手机及其他电子设备，旨在实现全套产品和设备之间的横向整合。
通过其硬件、软件、内容、服务及其他零售产品，苹果实现了不同设备之间用户体验的同步，从而实现了纵向整合。
通过生产硬件，苹果完全把握了其产品的设计和产品质量。
此外，公司强大的软件和内容业务也使苹果更具竞争优势。
4-Market-Segmentation教学文稿
Requirements for Effective Segmentation
Measurable Accessible Substantial Differential Actionable
Target Market
• A market is a set of all actual and potential buyers • A target market is a group of people toward whom a
firm markets its goods, services, or ideas with a strategy designed to satisfy their specific needs and preferences. • Any marketing strategy must include a detailed (specific) description of this.
• Size, purchasing power, profiles of segments can be measured.
• Segments can be effectively reached and served.
• Segments are large or profitable enough to serve.
UNIT FOUR Hotel Market Segmentation, ng and Positioning
Lesson Objectives
segmentationtargetingpositioning -回复
segmentationtargetingpositioning -回复Segmentation, Targeting, and Positioning, commonly referred to as STP, is a marketing strategy that allows businesses to identify specific customer segments, target them with tailored marketing messages, and position their products or services in a way that meets the needs, wants, and desires of their ideal customers. In this article, we will provide a step-by-step breakdown of the STP process and explore how it can help businesses achieve success in today's highly competitive market.Step 1: SegmentationThe first step in the STP process is segmentation. Segmentation involves dividing the market into distinct groups of customers who share similar characteristics, needs, or behaviors. This allows businesses to better understand their customers and develop targeted marketing strategies.There are various approaches to segmentation, including demographic, geographic, psychographic, and behavioral segmentation. Demographic segmentation involves categorizing customers based on factors such as age, gender, income, and occupation. Geographic segmentation divides customers based on their geographic location. Psychographic segmentation focuses on customers' attitudes, values, interests, and lifestyles. Behavioralsegmentation classifies customers based on their purchasing behavior, usage patterns, and brand loyalty.By segmenting the market, businesses can identify which customer groups are most profitable and tailor their marketing efforts accordingly. For example, a luxury cosmetic brand may segment its market based on income and lifestyle to target affluent customers who value high-end products.Step 2: TargetingOnce the market has been segmented, the next step is targeting. Targeting involves selecting the most attractive customer segments to focus on based on their potential for profitability and the company's ability to meet their needs.To determine which customer segments to target, businesses must consider several factors, including the segment's size, growth potential, competition, and its fit with the company's capabilities and resources. By selecting the right target segments, businesses can allocate their marketing resources more effectively and maximize their return on investment.For example, a sports company may decide to target the millennial segment due to its large size and significant spending power in the sports industry. The company may then develop marketing campaigns that resonate with this segment's uniquepreferences and behaviors, such as digital advertising and partnerships with popular influencers.Step 3: PositioningThe final step in the STP process is positioning. Positioning refers to the way a business intends to create a unique and favorable image of its products or services in the minds of its target customers, relative to its competitors. Effective positioning allows a company to differentiate itself from its competitors and appeal to its target customers.To develop an effective positioning strategy, businesses must identify their unique selling proposition (USP). The USP is a distinctive feature or benefit that sets the company apart from its competitors. It could be superior quality, competitive pricing, exceptional customer service, or innovative features. The USP should align with the needs and desires of the target segments.Once the USP is established, businesses can communicate their positioning through various marketing channels, such as advertising, branding, packaging, and customer service. Consistency is vital in positioning, as it helps build brand recognition and loyalty.Continuing with the sports company example, it could position itself as the premium brand for performance-enhancing sportswear,emphasizing its use of advanced technologies, exceptional quality, and endorsement by professional athletes.In conclusion, segmentation, targeting, and positioning are essential elements of a successful marketing strategy. By segmenting the market, selecting the right target segments, and positioning their products or services effectively, businesses can better understand their customers, meet their needs, and gain a competitive advantage in the market. The STP process provides a systematic approach to marketing that ensures businesses maximize their resources and achieve sustainable growth in today's dynamic business environment.。
SegmentationTargetingandPositioning.ppt
Geographic Segmentation
Localize 4P to fit the needs of individual regions
Starbucks, Home Depot, and Wal-Mart KFC in Japan: mash potatoes, fried fish and smoked
Card), 雀巢奶粉
Demographic Segmentation – 女性市場
Demographic Segmentation – Age and Life-Cycle
Consumer needs and wants change with age, e.g. Sony → walkman for children, Coca Cola → Qoo, 克寧 → 銀養奶粉, 善存 → 銀寶善存.
Geographic Segmentation
康師傅 麗嬰房
中國市場太廣闊，人文、消費習性、所得差異非常大，南北 溫差甚至達數十度，換季時間有大幅度差別。
將中國市場劃分成華東、華南、華中、華北、西南和東北六 個區域，以反應這些區域對童裝顏色、款式、質料的偏好差 異。
捷安特
大陸 → 民生必需品（耐久財）→ 少樣多量 歐美 → 運動休閒品（消費財）→ 多樣少量
chicken. McDonald’s in Taiwan – 米堡 南部：搏感情、俗擱大碗；北部：愛嚐鮮、感時髦。
World region or country, country region, city or metro size, density, or climate
Cultivate as-yet untapped geographic territory, e.g. Hampton Inns, IS Coffee → 科學園區廠商.
市场营销课件Marketsegmentation,targeting,andpositioning课
Market segmentation:
Levels of market segmentation
• Each customer have his or her different needs and wants, so ideally sellers might design a separate marketing program individually
• Many companies are localizing their products, advertising, promotion, and sales efforts to fit the needs of individual regions, or cities.
• Other companies are seeking to cultivate as-yet untapped territory.
Mass marketing
Segment marketing
Niche marketing
Compleeting
• Mass marketing:
➢For most of the 1900s, major consumer products companies held fast to mass marketing
Demographic segmentation
• Demographic segmentation is the most popular method to segment the market
• There are several variables to conduct demographic segmentation
• Niche marketing
市场营销(3)
Segmentation, targeting and positioning
❖. The core of marketing strategy is STP marketing: segmentation, targeting, and positioning.
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Hale Waihona Puke 17、儿童是中心，教育的措施便围绕 他们而 组织起 来。上 午8时25分7秒 上午8时 25分08:25:0721.7.11
❖ 2、Our destiny offers not only the cup of despair, but the chalice of opportunity. (Richard Nixon, American President )命运给予我们的不是失望之酒，而是机会之杯。二〇二一年六月十七日2021年6月17日星期四
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11、一个好的教师，是一个懂得心理 学和教 育学的 人。21.7.1108:25:0708:25Jul- 2111-J ul-21
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12、要记住，你不仅是教课的教师， 也是学 生的教 育者， 生活的 导师和 道德的 引路人 。08:25:0708:25:0708:25Sunday, July 11, 2021
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5、You have to believe in yourself. That's the secret of success. ----Charles Chaplin人必须相信自己，这是成功的秘诀。-Thursday, June 17, 2021June 21Thursday, June 17, 20216/17/2021
13、He who seize the right moment, is the right man.谁把握机遇，谁就心想事成 。21.7.1121.7.1108:25:0708:25:07Jul y 11, 2021
商务英语(市场营销专业英语)课程教学大纲
《商务英语》（市场营销专业英语）课程教学大纲一、课程基本信息课程代码：060651课程名称：商务英语英文名称：Specialized English in Marketing课程类别：专业选修课学时：36学分：2适用对象:市场营销专业考核方式：考查先修课程：市场营销原理，管理学原理二、课程简介《商务英语》（市场营销专业英语）培养学生在市场营销的实际工作以及研究工作中运用英语的能力，课程通过阅读和分析内容广泛的材料，扩大学生的知识面，加深学生对商务英语的理解，培养学生对国际商务活动（主要指市场营销活动）的了解和熟悉程度，提高分析能力、逻辑思维与独立思考的能力，巩固和提高学生在商务领域（主要指市场营销）里运用英语语言技能的能力。
内容主要包括市场营销概况、市场调研、营销战略、品牌战略、广告、电子商务等领域。
三、课程性质与教学目的《专业英语》是市场营销专业的一门专业选修课程。
通过本课程的学习，目的在于培养和提高市场营销专业本科生在营销活动中英语的听、说、读、写等实际应用能力，使学生了解和掌握营销专业英语词汇，通过课文阅读训练使学生能够用英文描述营销活动，熟悉营销用语，并提高实际翻译的能力。
本课程的安排力求与国际接轨，在教材选择，内容安排与考核方式上突出应用性与实践性；在教学方法上，主要采取讲授、案例分析、课堂讨论、小组讨论、学生授课等多种形式，注重创设教学情境。
四、教学内容及要求第一讲营销概述（Unit 1 Introduction to Marketing）（一）目的与要求1.本讲要求学生掌握市场营销的一些基本概念，如市场营销、市场营销战略、4P等；2.要求熟悉市场营销的历史发展阶段；3.要求了解市场营销每个历史发展阶段的特点。
（二）教学内容1．主要内容：1）S ome concepts in marketing;2）The evolution of marketing：production era，sales era, marketing era, relationship marketing era3）Case study: strategic issues in Chinese marketing2．基本概念和知识点：基本概念：marketing，marketing strategy，position，segmentation，target market, 4Ps(product, place, price, promotion ), brand value知识点：have some knowledge of the 4Ps in Chinese market3．问题与应用（能力要求）: 无。
营销英语 unit 4
differentiated strategy
差异性市场策略
fill up
填补，装满
down to
……的责任
Section II
Text Study
TOYOTA
丰田
commodity
n. (大宗) 商品
partially
adv. 部分地
bunch
v. (使) 聚成堆 (群)
LEXUS
2. In the concentrated strategy, one firm chooses to focus on one of several segments that exist while leaving other segments to competitors. For example, some airlines target price sensitive consumers who will have meals prior to boarding and assigned seating for low prices. 3. In contrast, most airlines follow the differentiated strategy: They offer high priced tickets to those who cannot tell in advance when they need to fly. These travelers—usually business travelers—pay high fares but can only fill the planes up partially. The same airlines then sell some of the remaining seats to more price sensitive customers who can buy two weeks in advance.
Chapter 6 Segm_Targ &Posi
or Benefit
Target Market Strategy Options
Positioning
Quality
and Price
Use
or User
Competiter Global,
Foreingn, and Local Consumer Culture Positioning
Light Users 80% Heavy Users 20%
Back 8
Ethnic Segmentation
In many countries, the population includes ethnic groups of significant size.
10
Segmentation, Targeting and Positioning
Target
Market Strategy Options
Standardized
Positioning
Global Marketing Global Marketing Global Marketing
Concentrated
Differentiated
16
Target Market Strategy Options
14
Segmentation, Targeting and Positioning
Global Market Segmentation
Assessing Market Potential and Choosing Target Markets or Segments
Product-Market Decisions
Current
Assessing
Principles - Ch3 - Segmentation and Targeting1
• Selectively position to improve base business • Create well-defined and rigidly enforced cut-off criteria • Monitor closely
Low
1.0 5.0
Average
3.0
High
5.0
Market Attractiveness
Neutral Unattractive
Attractive
3.0 1.0 Market Segment 1 Market Segment 2 Market Segment 3 Market Segment 4 Market Segment 5 Market Segment 6
© DecisionPro 2007 Principles Chapter 3: Segmentation and Targeting - 9
第四阶段 选择目标市场
Selecting Segments Using GE/McKinsey Portfolio Matrix
Competitive Strength
© DecisionPro 2007 Principles Chapter 3: Segmentation and Targeting - 5
Ⅱ 市场细分与选择目标市场的过程
第一阶段 基于需求变量的市场细分 第二阶段 描述各细分市场 第三阶段 评价各细分市场的吸引力 第四阶段 选择目标市场
© DecisionPro 2007
Challenge for Top Position
satr法则
SATR法则SATR法则是一种商业战略框架，全称是“Segmentation, Targeting, and Positioning”。
这个法则的目的是帮助企业更好地理解其目标市场，并制定有效的营销和商业策略。
以下是关于SATR法则的详细介绍：一、Segmentation（市场细分）市场细分是指将一个大的市场划分为若干个小的、具有相似需求和特点的子市场。
每个子市场都由一群具有共同需求的消费者组成，他们对于产品或服务的需求和购买行为具有相似性。
通过市场细分，企业可以更好地了解不同消费者群体的需求和特点，从而更好地满足他们的需求。
市场细分的关键在于找到有吸引力的子市场，这些子市场应该具有以下特点：1. 可衡量性：子市场的规模、购买力和特点应该是可以衡量的。
2. 可进入性：企业应该有能力进入并在这个子市场中开展业务。
3. 足量性：子市场的规模应该足够大，能够为企业带来足够的利润。
4. 可盈利性：子市场的消费者应该具备足够的购买力，能够为企业创造利润。
5. 差异性：子市场内的消费者需求和特点应该具有一定的差异性，以便企业能够制定有针对性的营销策略。
二、Targeting（目标市场选择）目标市场选择是指在市场细分的基础上，选择一个或多个有吸引力的子市场作为企业的目标市场。
企业应该根据自己的资源和能力，选择适合自己的目标市场，并制定相应的营销策略来满足这些市场的需求。
在选择目标市场时，企业需要考虑以下因素：1. 市场规模：目标市场的规模应该足够大，能够为企业带来足够的商机和利润。
2. 成长性：目标市场应该是成长性的市场，具有较大的发展潜力。
3. 竞争优势：企业应该能够在目标市场中获得竞争优势，以便在竞争中脱颖而出。
4. 资源匹配：企业的资源和能力应该与目标市场的需求相匹配，以便能够有效地满足市场需求。
5. 风险评估：企业应该对目标市场的风险进行评估，以便制定相应的风险控制策略。
三、Positioning（市场定位）市场定位是指企业根据目标市场的需求和竞争情况，为自己的产品或服务制定一个独特的市场定位，以便在消费者心中形成独特的品牌形象和认知。
CHAP6-10
For products whose price is low enough, population is a more important variable than income
– The 10 most populous countries in the world account for roughly 60 percent of the world’s population
© 2005 Prentice Hall
7-7
Global Market Segmentation P170
Segmentation variables:
– – – – – Demographic Segmentation人口细分 Psychographic Segmentation心理细分 Behavior Segmentation Segmentation行为细分 Benefit Segmentation利益细分 Ethnic Segmentation民族细分
global market segmentation is based on the premise that companies should attempt to identify consumers in different countries who share similar needs and wants. P169
© 2005 Prentice Hall
7-4
Consumers in different countries increasingly seek variety, the same new segments are likely to show up in multiple national markets. P169
Segmentation, Targeting, and Positioning-Building the Right Relationships with the Right Customers
1)Undifferentiated marketing strategy
Focus on what is common in the needs of consumers and target the hole market with one offer.
advantages：实现规模经济 ；
Chapter7 Segmentation, Targeting, and Positioning: Building the Right Relationships with the Right Customers 市场细分、目标市场选择和 市场定位：与合适的顾客建 立合适的关系
Objectives
2.2 Selecting Target Market Segments 选择目标细分市场
2.2.1 Five Patterns of Target Market Selection 选择目标市场的5种模式 2.2.2 Target Marketing Strategies目标市场营销 策略： 无差异营销 差异化营销 集中化营销 微市场营销 2.2.3 Choosing a Target Marketing Strategy目 标市场营销策略的选择（要考虑的因素）
Identifying
Market Segmentsg
Positioning
设想你是耐克的决策者，你的企业有能力设计、制造满足所 有穿鞋者需求的鞋吗？能，你的企业可以在竞争中生存多久？
脑白金就说是一种适合所有人 的营养品你觉得如何？ 强生婴儿洗裕用品不能用于成人吗？ 为什么宣传成婴儿专用品？ 通用公司为什么生产大别克和小别克？
1.2 Factors for Segmenting Business Markets
商科英语必备知识点总结
商科英语必备知识点总结Marketing:Marketing is a key component of any business, as it involves promoting, advertising, and selling products or services to customers. There are several key concepts and strategies that are important to understand in the field of marketing, including:- Market research: This involves gathering and analyzing data on consumer preferences, buying habits, and market trends, in order to develop products and marketing campaigns that will appeal to target customers.- Segmentation, targeting, and positioning: These are important concepts in marketing that involve dividing the market into smaller segments, selecting the most promising segments to target, and then positioning products or services in a way that will appeal to those segments.- The marketing mix: This refers to the set of tools that marketers use to achieve their marketing objectives, including product, price, place, and promotion. Understanding how to use these tools effectively is crucial for success in marketing.- Branding and brand management: Building a strong brand is important for businesses, as it helps to differentiate products and services from competitors, and create loyalty among customers. Brand management involves developing and maintaining a brand's image and reputation.- Digital marketing: With the rise of the internet and social media, digital marketing has become increasingly important for businesses. Understanding how to use digital channels to reach and engage with customers is crucial for success in modern marketing.Finance:Finance is an essential aspect of business, as it involves managing and allocating funds in order to achieve the organization's financial goals. Some key concepts and principles in finance include:- Financial statements and analysis: These are important tools for understanding a company's financial performance and position. Key financial statements include the income statement, balance sheet, and cash flow statement.- Time value of money: This is a fundamental concept in finance that states that money has a time value, and that a dollar today is worth more than a dollar in the future. Understanding this concept is crucial for making investment and financing decisions.- Risk and return: This concept refers to the trade-off between risk and potential return in investments. Understanding how to manage and evaluate risk is important for making sound financial decisions.- Capital budgeting: This involves evaluating and selecting long-term investment projects, in order to determine which projects will generate the highest returns for the organization.- Financial markets and institutions: Understanding how financial markets and institutions work, including banks, stock exchanges, and bond markets, is important for understanding how funding and investing activities are conducted in the business world.Management:Management is the process of planning, organizing, leading, and controlling resources (human, financial, physical, and informational) to achieve organizational goals. Some important knowledge points in management include:- Leadership and motivation: Effective leadership is crucial for inspiring and motivating employees to achieve organizational goals. Understanding different leadership styles and how to motivate employees is important for success in management.- Organizational behavior: This involves understanding how individuals and groups behave within organizations, in order to improve productivity, satisfaction, and performance.- Strategic management: This involves setting long-term goals for the organization, and developing plans and actions to achieve those goals. Understanding how to analyze the external environment, evaluate internal resources, and develop competitive strategies is crucial for success in strategic management.- Operations management: This involves managing the production and delivery of goods and services, in order to ensure efficiency and quality. Understanding how to improve processes, manage inventory, and optimize resources is crucial for success in operations management.Economics:Economics is the study of how individuals, businesses, and governments allocate resources to achieve their goals. Some important knowledge points in economics include:- Microeconomics: This involves studying how individuals and firms make decisions regarding the allocation of resources, and how these decisions affect the prices and quantities of goods and services. Understanding concepts such as supply and demand, production and cost, and market structures is important for success in microeconomics.- Macroeconomics: This involves studying the economy as a whole, including topics such as inflation, unemployment, economic growth, and monetary and fiscal policy. Understanding how these factors affect the overall economy is important for success in macroeconomics. - International economics: This involves studying trade, finance, and the global economy. Understanding concepts such as comparative advantage, exchange rates, and international trade agreements is important for success in international economics.- Economic indicators: These are important tools for measuring and evaluating the performance of the economy, including indicators such as GDP, inflation, and unemployment. Understanding how to interpret and use economic indicators is important for success in analyzing the economy.In conclusion, as a business student, it is crucial to have a solid understanding of key concepts and principles in marketing, finance, management, and economics, in order to succeed in the business world. By mastering these knowledge points, you will be better equipped to make sound decisions, solve problems, and achieve your career goals in the field of business.。
stp分析法
stp分析法STP分析法是一种市场分析工具，用于帮助企业确定它们最有价值的客户群体，并向这些客户群体营销和提供一流的产品和服务。
STP 的全称是“segmentation，targeting，and positioning，它的主要功能是按照不同的受众需求，划分细分市场，并有针对性的定位。
STP 分析法是非常有用的，它可以帮助企业了解市场的细微差别，并设计出针对不同类型的消费者的最佳营销策略和产品定价。
STP分析法通过三步来确定潜在客户群体：细分，定位，和定位。
第一步是细分，即将全体市场细分为几个不同的人群细分。
这可以根据受众的某些特征，比如年龄，性别，地理位置，职业，和收入水平等进行划分。
在每个细分市场中，受众的喜好和需求会有所不同，这就是为什么要进行细分的原因。
接下来，要进行targeting。
targeting是指根据细分后的市场，选择一个或者多个潜在客户群体。
企业可以根据不同客户群体的特征，选择特定投放媒介，来实现有针对性地营销。
最后要实现positioning。
positioning是指基于细分后的市场，为特定的客户群体提供最适合他们需求的产品或服务。
positioning可以通过企业的产品、品牌形象、定价策略，以及在细分市场中的宣传等方式来实现。
STP分析法是市场分析的重要工具，它可以帮助企业以更精确的方式来分析市场，并向最有价值的客户群体提供最适合他们的产品和服务。
因此，很多企业开始采用STP分析法来促进他们的营销收入增长，实现商业成功。
尽管STP分析法非常有效，但也有一些缺点。
首先，它狭窄而限定的视角，无法更好地把握市场的全部信息，并使企业丧失把握市场机会的能力。
其次，STP分析法假设人们的行为会随着时间的推移保持不变，但实际上在不断变化的把握中，受众的需求也会发生变化，从而使企业的市场营销策略产生偏差。
因此，采用STP分析法之前，企业要充分了解市场，并定期对市场做一些调研，以有针对性地把握市场信息，并及时更新自己的营销策略，以确保营销活动的高效性。
体育市场营销学(双语)6-segmentation, targeting and positioT
Psychographic • Lifestyle • Personality • Activities • interests • opinions
Geographic
• World region • Country (region) • City • Physical climate
smaller pierces)
niche
Very small market
Very specific need
Bottom up (cater 满足需要 to the smaller pieces of
the market)
Positioning
Positioning is defined as fixing your sports entity in the minds of consumers in the target marketing.
How you want your sports products to be perceived in the marketplace.
Segmentation
Demographic • Age • gender • Ethnic background • Family life circle
Positioning is dependent on the target market identified in the previous phase of market selection decisions.
Positioning is based solely on the perceptions of the target market and how they think and feel about the sports entity (实体、物体、存在).
Market Segmentation, Targeting and Positioning
ORGANISATION
Cement Manufacturer
MARKETING MIX
•Product •Price •Promotion •Distribution
Independent DIY Shops
Builders Merchants
National DIY Chains
14
Target marketing strategies
4
Claritas
Lifestyle data helps to segment and target markets.
5
Segmenting organizational markets
Organizational segmentation
Macrosegmentation
Organizational size Industry Geographic location
Customized marketing
Marketing mix 1 Marketing mix 2 Marketing mix 3
Customer 1 Customer 2 Customer 3
15
Example of Customized Strategy
ORGANISATION
INDIVIDUAL MIXES
11
Example of Differentiated Strategy
LEVI’s
Marketing Mix 1
Marketing Mix 2
Marketing Mix 3
Marketing Mix 4
Marketing Mix 5
TrendyCasual
Utilitarian Customer
stp报告
stp报告第一篇：STP报告简介STP是市场营销中的一种基本模型，全称为Segmentation, Targeting, and Positioning，即市场细分、目标市场和市场定位。
其核心理念是“找到市场的蓝海，从定位开始”，在市场中谋求与众不同和创造差异化竞争优势。
本篇文章将详细介绍STP模型的各个环节，包括市场细分、目标市场和市场定位的定义、步骤及应用方法，并探讨STP模型在现实中的应用与限制。
本报告的目的在于帮助企业理解STP模型的重要性及优缺点，帮助企业在市场环境中寻求并建立自身优势，提高市场竞争力。
第二篇：STP模型之市场细分市场细分是STP模型的第一环节，指将整个市场分成若干个基本相似的、可辨别的、具有同一需求或同一特征的小市场。
市场细分的目的是为了更好地理解目标市场，更准确地满足不同消费者的需求和偏好，在细分市场中寻找新的市场机会。
市场细分的步骤包括：1.市场调查：通过实地访谈、问卷调查、网络调查等方法获取市场数据，了解消费者的需求、购买习惯、地理位置、年龄、性别、职业等信息。
2.市场分析：对收集到的市场数据进行分类、归纳和分析，寻找到消费者需求中的共性、区别和变化趋势。
3.市场划分：依据市场分析结果，将市场分成几个基本相似的、具有一定区别的小市场。
4.确定市场细分标准：选定划分市场的标准，如地理、文化、行为、心理等因素，以更好地聚焦于细分市场。
市场细分的优点在于可根据不同细分市场的需求和偏好，有针对性地提供产品和服务，提高市场竞争力。
但市场细分也存在一定的局限性，如市场划分不够精细、细分市场需求的变化等问题。
第三篇：STP模型之目标市场和市场定位目标市场和市场定位是STP模型的后续步骤，其主要目的是找到适合的目标市场，并通过差异化市场定位来打造自身品牌形象，提高市场份额和盈利能力。
目标市场的步骤包括：1.评估细分市场的商业价值：依据市场细分的结果，筛选出最具有商业价值的小市场。
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Geographic segmentation
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Demographic segmentation
• Demographic segmentation divides the market into groups based on variables such as age, gender, family size, family life cycle, income, occupation, education, religion, race, generation, and nationality.
• ◆ occasions 购买时机 • It can help firms build up product usage. E.g. orange juice • Holidays products e.g. Candy, flowers, cards or other gifts
◆ Benefit sought segmentation 追求利益
Target marketing
★ Selecting target market segments
Target market: a set of buyers who share common needs or characteristics that the company decides to serve.
Segmentation
Select the segment(s) to enter
Targeting
Create value for targeted customers
Differentiate the market offering to create superior customer value
• ◆ Gender segmentation • Clothing, cosmetics, toiletries, magazines, etc.
• ◆Income segmentation • Automobiles, boats, clothing, cosmetics, financial services, and travel
• It is based on the different benefits that buyers seek from the products. • e.g. P&G, laundry detergent • Cleaning, bleaching, fabric softening, fresh smell, lots of suds, economy
Differential差异性 Actionable行动的可能性
Target marketing
★ Evaluating market segments 评估细分市场
Segment Size and Growth市场规模/市场增长的潜力 Analyze current segment sales, growth rates and expected profitability for various segments. Segment Structural Attractiveness市场吸引力 Consider effects of: competitors, availability of substitute products and, the power of buyers & suppliers.
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Behavioral segmentation
• It divides buyers into groups based on their knowledge, attitudes, uses or responses to a product. (best starting point)
• Why does this super marketer compete with itself on supermarket by marketing five different brands of shampoo?
• The answer lies in the fact that different people want different mixes of benefits from the products they buy. P&G has identified at least 5 important shampoo segments.
• The most popular bases for segmentation.
◆ Age and life-cycle segmentation
• e.g. McDonald targets different age groups from children and teens to adults and seniors with different ads and media. • Age is a poor predictor of life cycle, health, work or family status, needs and buying power. Be careful to guard against the stereotypes when using age and life-cycle segmentation.
Differentiation
Position the market offering in the minds of target customers
Positioning
Segmenting Consumer Markets
Geographic
Nations, Region, City or Metro Size, Density, Climate
• e.g. toothpaste
• ◆User status 使用者状况 • Non-users, ex-users, potential users, first-time users and regular users of a product. • Market share leaders focus on attracting potential users, whereas smaller firms focus on attracting current users away from the market leader. • ◆Usage rate 使用频率 • Light, medium and heavy product users. • Heavy users are often a small percentage of the market but account for a high percentage of total consumption. • Attract one heavy user rather than several light users. • ◆Loyalty status 忠诚度 • Consumers may loyal to brands (Tide), stores (Wal-Mart), and companies (Ford). • Completely loyal, somewhat loyal, no loyalty
Using multiple segmentation bases
Marketers use multiple segmentation bases to identify smaller, better-defined target groups. Companies may begin by segmenting their markets using a single base, then expand using other bases. e.g. ―geodemographic segmentation ―
Company Objectives and Resources企业本身的目标和资源 The company should enter only segments in which it can offer superior value and gain advantages over competitors.
Steps in Market Segmentation, Targeting, and Positioning
Select customers to serve
Decide on a value proposition
Divide the total market into smaller segments
Effective Segmentation
Measurable可衡量性 Substantial可盈利性 Accessible可进入性
• Size, purchasing power, profiles of segments can be measured. • Segments must be large or profitable enough to serve. • Segments can be effectively reached and served. • Segments must respond differently to different marketing mix elements & actions. • Must be able to attract and serve the segments.
Demographic
Age, Gender, Family size and Life cycle, Race, Occupation, or Income ...
Psychographic
Social class, Lifestyle or Personality